从启蒙、吸引到培养——新时期《山花》读者意识的嬗变

From Enlightenment,Attraction to Cultivation:The Change of the Reader Consciousness of Shanhua in the New Period

随着文化语境和经营模式的转变,新时期以来《山花》的读者意识也发生了相应的变化:1978-1984年间,《山花》将读者看作待启蒙的“沉默大众”,视读者意见为改良参考;1985年前后,由于读者群体出现分化,《山花》通过开设卷首语、调整栏目设置、作品选发,努力吸引和稳固自己的读者群,追求雅俗共赏;进入20世纪90年代,《山花》受市场因素影响一度生存艰难,1994年至今,《山花》重新定位读者,通过一系列措施积极培养专业读者。《山花》读者意识嬗变反映了文学期刊的办刊经历了从打破意识形态桎梏到陷入市场化漩涡的过程,凸显出当代文学生产机制市场化转型的复杂性与多样性。

With the change of cultural context and business mode,the reader consciousness of Shanhua has changed accordingly since the new period.Between 1978 and 1984,Shanhua regarded the readers as the“silent majority”to be enlightened,and regarded the readers’opinion as a reference for self-improvement.Around 1985,with the division of the readership,Shanhua strived to attract and stabilize their own readership through the opening of preface,adjust the column settings and select works,suited both elegant and common appreciation.Into the 1990s,Shanhua faced difficulties in survival because the pressure of market.Since 1994,Shanhua has repositioned its readers and actively cultivated professional readers through a series of measures.The change reflects the autonomy of literary journals’transformation from breaking free from ideological cage to falling into the marketization whirlpool,highlighting the complexity and diversity of the market transformation of contemporary literary production mechanism.